Recently, Saks Off Fifth – the off-price retail arm of Saks Global, which includes Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman – held one of its periodic trunk shows of Effy Jewelry at its Eastchester location. (The store occupies the lower level of the former Lord & Taylor, with the upper level under construction by White Plains Hospital.)
With more than 2,900 retail stores across North America – including 125 boutiques on such cruise lines as Carnival, Celebrity X, Holland America, MSC, Norwegian, Princess and Royal Caribbean International – Effy is celebrating its 45th anniversary of providing jewelry lovers with mid-priced gemstones in 14- and 18-karat gold settings at relatively modest prices. (At the one-day trunk show Wednesday, Nov. 20, the pieces – which draw their inspiration from nature, particularly the panther, an Effy signature – were 70% off with an additional 10%, so that a .45-carat emerald-cut diamond flanked by pavé stones in 14-karat white gold (pictured above) retailing for $4,620 actually went for $1,243.48, before sales tax.)
As product specialist Sami Doganay noted, you can pay hundreds for an Effy piece or thousands of dollars. And responses to the designs vary almost as widely with some saying they would not buy a diamond from Effy or were disappointed with the quality or service while others are enraptured with purchases they cannot take their eyes off of. We know one family that dropped $400,000 on Effy rings, bracelets, earrings and necklaces at the late, lamented L & T and at Macy’s – one of the large retailers that carries the brand, along with Bloomingdale’s, which Macy’s owns; JC Penney; and Nordstrom Rack.
For those looking for a starter diamond or an affordable entrée into fine jewelry in the aspirational world of luxury, Effy may be the way to go.
The company was founded by the late Fatollah “Effy” Hematian, (Dec. 10, 1943-April 30, 2023) in a classic tale of immigrant entrepreneurship. Of Persian descent, Hematian came to the United States from Iran in 1978 amid the Islamic Revolution with nothing but his skills as an electrical engineer.
“I’m really proud that I could tell you that (I) came to this country with zero and today we are one of the biggest (jewelry) manufacturers in the States,” he was quoted as saying in an obituary by National Jeweler and on the Effy Jewelry YouTube channel.
Beginning with jewelry he sold out a suitcase in New York City in 1979, Hematian built a business in which the sketches he created so fervidly each morning – producing as many as 20 to 30 in a day – were transformed by the craftsmen he watched over in the afternoon.
Sinuous dragons, fanning peacocks, spiraling seashells: Flora and fauna in its myriad forms called to Hematian but no animal more so than his “lifelong muse” – the panther, which graces ring boxes as well as rings, bracelets and necklaces.
“The big cat became the cornerstone of the brand’s ‘Signature Collection,’ and it became a star at Jewelers for Children’s “Facets of Hope” event, held annually in Las Vegas,” National Jeweler wrote. “Hematian and Effy Jewelry were longtime supporters of JFC and donated plush panthers to give away at the gala for about five years.”
Though Hematian is gone, Doganay said, his family continues the business, with big plans for its official 45th anniversary celebration next year. The company is holding a sweepstakes in which the winner (and a lucky friend) will receive a $45,000 Effy shopping spree at the brand’s new flagship in Manhattan’s Diamond District. Winner and guest will go behind-the-scenes at the store and enjoy four days and three nights in Manhattan that will include not only diamonds but dining. The contest ends Dec. 31. For more, click here.
